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Managing High Growth Brand-Starbucks

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Managing High Growth Brand-Starbucks
Submitted To

Mahbub Hossain

Course: brand and product management

American International University – Bangladesh (AIUB)

Submitted By

Khan Samara Salsabeel #07-09162-2

.

| |

Mr. Mahbub Hossain

Course Instructor

Brand and Product Management, sec-A

Subject: STARBUCKS CORPORATION: Managing high growth brand.

Dear Sir,

We are grateful to you for giving us the chance to work on this case study.

We would also like to express gratitude to you for your gracious cooperation and valuable guidance for preparing the report.

Sincerely,

Khan Samara Salsabeel (07-09162-2)

Sadia Rezwana (07-09013-2)

Kazi Masum (08-09933-1)

Mohammad Abdul Kader (08-11783-2)

In 1971, Seattle entrepreneurs Jerry Baldwin, Gordon Bowker and Zev Siegl first opened Starbucks in Pike Place Market.

At that time, Country’s major coffee brands were engaged in price war, therefore they were forced to use cheaper beans in their blends to reduce costs. As a result there was a decline in coffee consumption.

To harness the potential of the gourmet coffee trend in the Seattle area, the founders of Starbucks experimented with the new concept of a store dedicated to selling only the finest coffee beans and coffee brewing machines. This emphasis on quality whole-bean coffee retail was fairly unique.

Starbucks placed quality as its top priority. The Starbucks management dedicated a great deal of their time and financial resources to establishing strong relationships with coffee growers from around the world.

In 1982, Howard Schultz, current CEO of Starbucks recognized that the conservative business plans of
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